NAME :- BURHANUDDIN SAMUNBHAI

HARIJWALA

STD:- T.Y.B.B.A
ROLL NO:- 11
COLLEGE:- C.P.PATEL & F.H.SHAH COMMERCE.
COLLEGE ,ANAND
SUBJECT:- BUSINESS ETIQUETTES &
PRESENTATION SKILLS -I
BRAND BUILDING AND SEGMENTATION
OF TITAN INDUSTRIES LIMITED
(RETAIL OPERATIONS)
BURHANUDDIN SAMUNBHAI
HARIJWALA
 ORGANISATION PROFILE
• Titan Industries was established in 1984 as a joint
venture between the Tata Group and the Tamil Nadu
Industrial Development Corporation
• No.1 speciality retailer with nearly 12000 exclusive
outlets with 750 service centres in over 2500 cities.
• Annual business of over Rs 3,000 crore and
currently 267 world of titan stores.
• It manufactures over 8 million watches a year for
its customers that are 10 times bigger than its
production
• It has overseas market in over 30 countries
mostly in middle-east and Asia pacific regions.
• It also boasts of its outstanding design studios for
watches and accessories.
 HIGHLIGHTS OF TITAN
• Titan is a part of the TATA Group having a turnover of
equivalent to over 2.5% of India’s GDP and having the biggest
market capitalization in India
• The Tata group is India’s largest employer in the private sector
222,000+ employees across 85 companies
• Best Corporate Citizen – Mother Teresa, Helen Keller, Rotary
and Chamber of Commerce Awards.
• President of India Award for best employer of the physically
challenged.
 SUB-BRANDS OF TITAN

TITAN

SONATA

FASTRACK

XYLYS

TANISHQ

GOLD PLUS
 BRAND BUILDING AND BRAND SEGMENTATION STRATEGY

In today’s world, some people do not shop like this…

… but like this..
 WHAT IS BRANDING

• “A brand is a relationship between the organization and donor

that secures future revenue by establishing preference and
loyalty.”
• “The process of creating, managing and marketing brand
equity by building brand identification, recognition and
loyalty”
• “A brand is a name, term, sign, symbol, or design or a
combination of them, intended to identify the goods and
services of one seller and to differentiate them from those of
competitors”
 ESSENTIAL LAWS OF BRANDING
FOR EFFECTIVE BRAND BUILDING OF TITAN
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 WHAT IS SEGMENTATION

Segmentation is the process of

“Separation by the creation of a boundary
that divides or keeps apart”
 TITAN’S SEGMENTATION
• High Income/ Elite Customer :
• Price insensitive – Buys watch as an fashion accessory
– Royale, , Nebula, raga crystal, octane, orion, heritage, edge bandhan,
xylus
– Price range – 16000 to 1 lakh

• Mid Segment :
• They are utility and fashion conscious who can afford a costly
watch but compares with all products in market
– Exacta, Raga, fast track, regalia, steel/black, wwf, edge
– Price range - 600 to 9000

• Mass Market :
• Use of watch merely as time keeping device – hence price
conscious
– Titan, Sonata, Zoop, basic models of fast track.
– Price range – 300 to 1000
FACTORS CONSIDERED FOR SEGMENTATION
Substantiality
• Refers to the size of segmented markets.
• Titan has fully satisfied this condition as its model i.e. – Psi 2000,
regalia, Classique, Fastrack etc are all large & profitable enough to
direct marketing effort towards them.

Accessibility
• Could be attained through the existing channel of distribution.
• The existing channels of distribution for Titan like exclusive
showroom and shop dealers can support titans various segments.
Represent ability
Segments should be large and profitable enough to be
considered as a separate market

Response rates / Measurable

The segments must show difference in responses to the
marketing variables
The size, purchasing power, and characteristics of the
segments can be measured.
Demographics
• Gender, age, type of household, no.
of childen, etc..

geography
• Type of settlement media
consumption.

Socio-economics

• Education, income, occupation.

Behavioral
• Customer’s taste, frequency of
purchase/usage patterns.
Psychographics
• Attitudes, values, interests, activities,
lifestyles.

Needs
• Characteristics of products,
advantages, benefits.
BRAND PERCEPTION
ACHIEVEMENTS OF THE
PROJECT
 Catchment area analysis and comparison

120%

100%

80%

 total popn
60%  analysis(brand
perception)

40%

20%

0%
Maredpally P.R.nagar sikh village begumpet mushirbad bowenpally
7%

 500000
 40000
“ ANALYSIS DONE ONLY FOR 3 MONTHS
I.E. APRIL, MAY, JUNE “ 93%
 RETAIL METRICS EVALUATION AND CORRECTION
120%

Target given Target

achieved

100%

UCP 2350 2399

SIGNET 25% - 31 %- 34% 80%

28 %

 march
60%  april
EMG 10% - 12% 9% - 14%
 may

40%
WALK-INS 90% - 95% 90% - 95%

20%

Brand Awareness and implementing0%brandUCP

building techniques
Signet
improvedWalk-ins
Emg
the Retail Metrics
 CROSS PROMOTIONS
Store/ AKSHAYA TRITIYA TOD CONTEST
Activities done NEBULA OFFER

Cross promotions Sangeeth sagar Musidilal jewelers

with Titan eye+ Mobile store
RETAIL METRICS EVALUATION
Syndicate bank Vimal
Month Avg UCP Signet EMG Walk- Krish garden Koutons
ins Century gardens Woodlands

March 2109 31% 13% 88% Queen’s plaza Offex office

furniture
April 2338 32% 14% 90%
Finding out HNI’s Mahendra hills Nokia care
May 2399 34% 9% 94%
and creating West maredpally TVS

awareness about East maredpally Tata indicom

the offer in these Sindhi colony HNI Hawaii service
areas centre
Samsung service
centre
 CONCLUSIONS
• Brand Awareness and implementing brand building techniques
improved the Retail Metrics
• Catchment analysis helps in identifying the target customers and
make them loyal to the company.
• Though titan has become leader in watch segment, more
schemes and offers should be introduced in order to remain in
the watch market.
• Strategies for building the operations include visual
merchandising, advertising, offerings, and reaching the
customer satisfaction.
THANK YOU